Procter and Gamble’s new corporate ad campaign was done in support of gender equality and women’s rights because ‘Equal pay doesn’t care who demands it.’

A gender equal world is a better world for all. Through our actions and the conversations that we spark, we aspire to build a better world for all of us — inside and outside of P&G — free from gender bias and with equal representation and an equal voice for women and men. A world where everyone sees equal.

– Procter&Gamble

The spot shows clips of men and women of all ages, including babies and children in situations that can shatter gender stereotypes. For example, we can see a clip of a dad changing a diaper, accompanied by the text line ‘Diapers don’t care who change them’, a young girl of a different race sitting in math class with the text ‘Equations don’t care who solve them,’ an old woman doing a bungee jump ‘Fears don’t care who conquer them’ and so on. The ad finishes with a scene in which a woman encourages her younger co-worker to ‘do it,’ accompanied by the line ‘Equal pay doesn’t care who demands it.’

The ad, done by ad agency Badger & Winters, is set to the 4 Non Blondes song ‘What’s Up’ with the following lyrics ‘ Twenty-five years and my life is still, trying to get that great big hill of hope, for a destination. I realized quickly when I knew I should, that the world is made up of this brotherhood of man for whatever that means… And I pray every single day for a revolution’ which means that all women and girls deserve to be treated with respect and to be valued.

I did a whole case study on the Dove women marketing campaign and I concluded that while it was a good solution, it was still a type of marketing gimmick and the main purpose was $$$. I wonder how this campaign will go over. I’m sure it will be successful though.

This ad from Proctor and Gamble is for a great cause. I know there are still some parts of the world where women are still being treated as inferior to men. It is not only an issue of pay rate, but an issue of rights and equal opportunity employment.

This is an awesome ad. I’ve always loved the song ‘What’s up’. I still listen to it every now and then. It’s so cool to see it in this ad. The dad doing the diaper is quite funny haha (Not the facts that he’s doing it, but the look on his face haha). Great slogan and ad.

Love it – what a great ad. I really hope that this kind of ad campaign is supported by a real effort by P&G to offer equal pay, equal opportunities to the people who work there, but also in terms of all the brands they sell and the advertising they use to sell to women. Someone else in the comments mentioned the Dove campaigns, and like with Dove, I think its really important to use advertising as a means of changing the stereotypes and helping to combat inequality, but ultimately, they have to put their money where their mouth is in terms of their business practices too!

I think P&G came up with a brilliant idea for this campaign. Unfortunately, our world is very far away from recognising gender equality and there are many countries where women still have no rights. I think that rather than making campaigns to raise awareness we should actually act and do something about it.

I love the commercials with the strong message. Today many parts of the world lack gender equality, and the adds like these have to be made in order to raise the awareness among people. This commercial is excellent and very influential.

Oh hmm. I’m not really down with this. I mean I am a feminist and you’d think having a major company backing equal pay would be all good but…where were they before this was trendy? Where were they before feminism was marketable? When it was yucky and ugly and gritty? They were…making money off of whatever was trendy. And doing vicious animal testing, which if I’m not mistaken, they still do. Bleh. I stand behind those who have ALWAYS stood behind me; not the ones who choose to do it when it benefits them.